Wednesday, April 23, 2008

American Gem Society (AGS) Laboratories launched the company's consumer guide to diamond buying, a DVD titled Diamond Buying 101, at the group's International Conclave in Seattle. The DVD features the commentary of Frank Dallahan, president and CEO of AGS Laboratories; Peter Yantzer, executive director; and Ruth Batson, executive director and CEO of the American Gem Society; as well as candid interviews with would-be diamond buyers.

At just more than 12 minutes in length the group contends Diamond Buying 101 is a practical, informative, and in-depth consumer guide to diamond buying. With a comprehensive overview, including specific examples and demonstrations, of the 4Cs; industry terms such as brilliance, fire, and scintillation; questions to ask the retail jeweler; benefits of shopping with an American Gem Society jeweler; and a summary of the AGS Laboratories, its capabilities, and grading reports. The DVD is available at no cost.

"Taking on the task of writing and producing the most honest and informative diamond buying resource for consumers could have been overwhelming," said Dallahan. "However the process, to a degree, proved cathartic. It's not uncommon to lose sight of the mission of one's company while managing day-to-day operations and activities. This project reminded us that the American Gem Society Laboratories' mission has been, and always will be, to protect and serve the consumer with the most accurate documents, the highest standards in diamond grading, and the most unbiased information. Diamond Buying 101 envelops all of these things."